Dive Brief:
- Comfort with digital coupons accessed online or printed from the web is growing, according to a report by coupon processor Winston-Salem, N.C.-based Inmar.
- Consumers redeemed more than 66 million digital coupons in 2013, 141% more than the year before. That represents 2.3% of the 2.9 billion coupons redeemed last year.
- The most common ways to distribute coupons remain the old-fashioned ones of inserts, brochures and ads in newspapers and magazines — a whopping 87.3% of coupons offers and 41% of coupons redeemed.
Dive Insight:
Digital and web-accessed coupons remain a tiny portion of coupons offered. But this report shows that more consumers are taking companies up on their digital coupon deals. As retailers boost their e-commerce programs, as customers become increasingly comfortable accessing loyalty programs and coupons via mobile and the web, and as multi-channel interactions intensify between retailer and consumer, digital couponing can only grow.